Understanding the Impact of Perceived Value on Consumers’ Continuous Purchase Intention in LiveStreaming E-Commerce Mediated by Consumer Trust and Online Shopping Satisfaction

Live-streaming e-commerce has grown significantly in popularity over the past few years in the online retail sector. However, more research still needs to be done on the psychological factors influencing consumer purchasing decisions in this context. Therefore, this study aims to fill this knowledge gap by analyzing perceived value, consumer trust, and online shopping satisfaction in shaping consumers’ continuous purchase intentions. This study uses a quantitative approach by distributing questionnaires to 217 consumers who are active in purchasing through live-streaming e-commerce. The data collected was then analyzed using structural equation modelling (SEM). The results showed that perceived value significantly positively affects consumer trust and online shopping satisfaction. In addition, consumer trust and online shopping satisfaction mediate between perceived value and consumers’ sustainable purchase intentions. In other words, consumers who experience high perceived value tend to have greater trust in e-commerce live-streaming platforms and feel satisfied with their online shopping experience, increasing their intention to continue buying in this context. These findings provide important insights for live-streaming e-commerce practitioners to understand the factors influencing consumer purchasing behaviour. By increasing perceived value, platforms can increase consumer trust and online shopping satisfaction, increasing consumers’ continuous purchase intentions. The practical implication of this study is the importance of providing a positive online shopping experience and strengthening consumer trust in the context of live-streaming e-commerce.